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We were in charge of packaging design for binned products, produced by Satoyama Jujo, a lifestyle inn located in Niigata prefecture, Japan.

Satoyama Jujo is one of the two hotels in Japan that has been selected by Design Hotels. The building was originally an old Japanese folk house aged 150 years old, renovated and redesigned by Toru Iwasa – founder of lifestyle magazine “Jiyujin.” Designer furnitures exampled by Scandinavian furnitures, breathe in new attractiveness to the traditional charms of the folk house, creating a comfortable harmony.

The design initiated from thinking how Satoyama Jujo enables to translate traditional context into modern-day sensibilities. By blending Japanese elements, such as map and vertical texts, with English copywriting, we attempted to achieve a design with universal appeal, for audience from both outside and inside of Japan. Minimal and elegant design for authenticity, while the dynamically laid out hand-written font plays a role as a pattern, as well as an expression for Satoyama Jujo’s handmade charms.